The National Rugby League (NRL) has formed a partnership with Asahi Lifestyle Beverages (ALB), which sees the company’s Solo brand become the official non-alcoholic sponsor of the sport.
The company has stated that NRL fans will gain the opportunity to participate in on-ground challenges such as trick shots to win prizes as part of the lemon drink’s ‘Thirst Worthy’ campaign.
NRL Executive General Manager of partnerships, Jaymes Boland-Rudder, commented: “We’re excited to welcome Asahi Lifestyle Beverages as a partner of the NRL.
“Solo has been a valued Australian brand since 1973 and we are excited to offer unique benefits through our partnership and see more of our fans enjoying a Solo during footy occasions with family and friends”.
Solo and Solo Zero (the brand’s no-sugar option) will also have branding exposure through touchpoints in stadiums, across its retail footprint and social and digital platforms to support the 2022 NRL season.
The partnership will see Solo and other ALB drinks such as Schweppes, Cool Ridge water and Gatorade integrated into the NRL’s official hospitality functions throughout some of its events.
ALB CEO, Nigel Parsons, added: “This is going to be an amazing partnership not only for us and the NRL but also for the fans.
“There will be some exciting on-ground fan activations announced soon and fans will now have greater access to our industry-leading range, including not just Solo but also Schweppes, Cool Ridge and Gatorade.”
Additionally, the new partnership will see ALB join Carlton & United Breweries as an official NRL beverages partner, with CUB also a part of the Asahi Beverages community.
Canterbury winger Josh Addo-Carr has been unveiled as Solo’s new ambassador as part of the partnership. On the deal, he concluded: “Solo is all about Thirst Worthy efforts. Nowhere are there more Thirst Worthy efforts than at a League game, which makes this a perfect partnership. What better way for fans to tackle their thirst than with a Solo.”